Article: Assessment of customer expectations and perception in fast-casual restaurants Journal: International Journal of Services and Operations Management (IJSOM) 2024 Vol.48 No.1 pp.80 - 98 Abstract: The present study aims to revamp and supplement service quality research in the fast-casual restaurant segment by measuring the 'gap' between the customer expectations and perceptions of service quality of Vapiano, one of the leading European fast-casual restaurants chains. Data were collected online from 215 restaurant patrons in Bosnia and Herzegovina and analysed using confirmatory factor analysis and the gap score analysis. The T-test for the gap between the total perceived and expected value of service quality is statistically significant, with a probability of 10%, indicating that customers still see substantial differences between what they expect in terms of overall service quality of fast-casual restaurants and what they experience dining out in that type of restaurants. The highest expectations and perceptions are related to tangibles and assurance, indicating that these two factors are crucial in attracting and retaining restaurant patrons. From a management perspective, the findings of this research will assist restaurant managers in better understanding the critical role that restaurant service quality plays as a marketing strategy for achieving higher customer satisfaction and retention. Inderscience Publishers - linking academia, business and industry through research

Title: Assessment of customer expectations and perception in fast-casual restaurants

Authors: Adi Alić; Merima Činjarević; Hana Džudža

Addresses: School of Economics and Business, University of Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71-000 Sarajevo, Bosnia and Herzegovina ' School of Economics and Business, University of Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71-000 Sarajevo, Bosnia and Herzegovina ' School of Economics and Business, University of Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71-000 Sarajevo, Bosnia and Herzegovina

Abstract: The present study aims to revamp and supplement service quality research in the fast-casual restaurant segment by measuring the 'gap' between the customer expectations and perceptions of service quality of Vapiano, one of the leading European fast-casual restaurants chains. Data were collected online from 215 restaurant patrons in Bosnia and Herzegovina and analysed using confirmatory factor analysis and the gap score analysis. The T-test for the gap between the total perceived and expected value of service quality is statistically significant, with a probability of 10%, indicating that customers still see substantial differences between what they expect in terms of overall service quality of fast-casual restaurants and what they experience dining out in that type of restaurants. The highest expectations and perceptions are related to tangibles and assurance, indicating that these two factors are crucial in attracting and retaining restaurant patrons. From a management perspective, the findings of this research will assist restaurant managers in better understanding the critical role that restaurant service quality plays as a marketing strategy for achieving higher customer satisfaction and retention.

Keywords: service quality; service quality dimensions; fast-casual restaurants; FCRs; foodservice.

DOI: 10.1504/IJSOM.2024.138590

International Journal of Services and Operations Management, 2024 Vol.48 No.1, pp.80 - 98

Received: 29 Jan 2022
Accepted: 20 Feb 2022
Published online: 14 May 2024 *

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Title: Assessment of customer expectations and perception in fast-casual restaurants

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